The Unexpected Results from Change

After Iceland's financial sector collapsed, this small island-nation needed to attract new business to rebuild its economy. Tourism became the industry of choice because Iceland's natural attraction have a lot to offer... standing between the Eurasian and North American tectonic plates, for example! Movies such as Game of Thrones, Batman, Star Wars, and Captain America shot on location in Iceland have contributed to the tourism boom. But the unintended consequence of Iceland's tourist marketing strategy is that so many tourists visit this island that it is impacting local life there. Tourists taking selfies with waterfall and glacier backgrounds have created a rise in prices on goods in Iceland, where everything is already expensive. In addition, tourism busses and rental cars are taking their toll on small 2-lane roads running throughout Iceland. Sometimes we need to think further ahead and explore all possibilities of what could happen before embarking on a new strategic plan born out of desperation. Just thinking...

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